The five mistakes I see doulas making on their websites - that are costing them clients (and how to fix them)
Firstly I’m not really into the title of this blog, but this is what the SEO gods require - they LOVE formulaic titles that show the content is in list format and people like clicking on something that says “mistakes” in the title because we’re wired to be pessimistic and to avoid loss, so we’d rather know what not to do than bother reading what to do, but I’m trying to run a business here ladies so we’re bowing down to the Google algo ok.
Now that’s out of the way - people actually do make the same mistakes. The good news? They're all completely fixable, and knowing about them before you start can save you months of frustration.
Here are the five most common mistakes I see - and exactly how to avoid them.
Generic copywriting
Prioritising information over connection
Unintentionally obfuscating the basics
Not including your prices
Writing about your services in a really confusing way
Bonus: Not making one at all because it’s too hard
Mistake #1: Making it so generic that no one relates to it
“Here to support you through the life changing experience of pregnancy and birth”
Or
“Your first pregnancy and labour didn't go as planned, you didn't know what you know now and now you're ready and I'm here to help. For all second time mums planning to birth differently this time in London"
The contrast is striking:
Generic version - Could apply to literally any doula, midwife, or birth worker anywhere. It's vague ("life changing experience") and doesn't speak to anyone specific.
Targeted version - Immediately makes a specific person think "that's ME." It acknowledges their exact situation (difficult first birth, lessons learned, specific birth plan) and narrows down to their location and circumstances.
The targeted version does multiple things well:
Speaks to a specific emotional experience (regret/empowerment from first birth)
Identifies exact client type (second-time mums)
Includes location (London)
Or let’s take another example:
"I provide culturally sensitive care for all families, celebrating diversity and creating a welcoming space for everyone during your birth journey."
Or
"As a British-Nigerian doula, I know what it's like when midwives mispronounce your name, dismiss your pain, or don't understand why your mum's involvement matters. I'm here to advocate for you, bridge the gap between your family's expectations and NHS protocols, and make sure you're heard. For Black and Brown mothers birthing in London who need someone who gets it without you having to explain."
At first glance the generic version seems fairly targeted, but you can and should go so much deeper.
The targeted version:
Names specific experiences of discrimination/bias in UK maternity care
References real cultural dynamics (family involvement, communication barriers)
Uses "I know" language that signals lived experience, not just training
Mentions the emotional labour of having to explain/educate
Specifically names who it's for (Black and Brown mothers)
Acknowledges the dual navigation of cultural expectations AND NHS systems
So that’s the mistake, but how to fix it?
That depends on the source of the generic copywriting (copywriting is basically the written content of your website - it’s called copywriting because that reminds us that we’re writing this content on your website for a particular purpose i.e. persuading visitors to your site that you’re the doula for them):
The first reason that my doula website clients and students write generically is because they don’t want to exclude anyone. For example they’d shy away from using these terms that are too specific “home birth”, “second time mum” etc. because they’re like what if some people who need me are put off by me being so upfront about my preference for homebirth. Answer: specific examples help more people relate than generic examples.
How to fix it: work on your ideal client and be unashamed about speaking to them exclusively in the knowledge that humans relate to specific examples that aren’t even their exact scenario more than they relate to bland, watered down, generic examples. The specificity doesn't limit you; it actually attracts better clients who resonate deeply with your message. In The Doula Website Circle the first week is dedicated to getting to know your ideal client. You get a workbook that really helps you to dig deep to understand their wishes, preferences, fears, beliefs and values. In our first live call we discuss your ideal clients which is a great opportunity to validate your ideas with the support of your peers.
The second reason is because it’s actually a lot harder to write these really specific examples. It’s so much easier to write generically or to take inspiration from other doula’s websites who’ve also written generically. But it just doesn’t resonate with clients or results in enquiries from people who just are not aligned with you at all - which is a waste of everyone’s time and resources.
How to fix it: join us on The Doula Website Circle and use my workbook to create your content, all of the prompts and advice is informed by proven copywriting techniques to persuade the reader. As part of your course materials you get content planners for your home, services, about and contact pages - with lots of fill-in-the-blank options to help you hone your message, loads of examples of great copywriting, feedback from me and help from your peers!
Mistake #2 Prioritising information over connection
I understand the impulse. You've just spent time and money on your doula training, and you want people to know you're qualified to do this work. Especially when you’re first starting out what you lack in experience you make up for in the most up to date knowledge! That’s great but it’s actually not what doula clients are looking for when they first land on your home page. What they really want to know is, how are you going to make them feel? What they care about is whether you understand what they're going through and whether you can help them.
How to fix it: Lead with empathy and understanding, not qualifications. Your homepage should speak directly to what your ideal client is feeling and experiencing. Your certifications can live lower down on your home page or even on your about page, but they shouldn't be the first thing visitors see.
Instead of: "I'm a certified birth doula with training in hypnobirthing, spinning babies, and breastfeeding support..."
Try: "Feeling overwhelmed about giving birth? You don't have to figure this out alone. I'm here to help you feel confident and supported, whatever kind of birth you're planning."
Mistake #3: Unintentionally neglecting the basics
Neglecting the basic information about where you are and what you offer is a really common mistake. Not to shame anyone in particular, but go and look at the website of a doula you know and tell me if you can see within the first few scrolls that they’re a doula and what area they cover. I can bet you that at least 50% of the sites you look at will not mention these most vital pieces of information.
For some birthworkers this won’t be the relevant information (e.g. exclusively online doulas or birthworkers whose services TRULY don’t fit into the typical term of doula that most potential clients understand), so that’s fair enough, but for most this info is central to the service they offer.
How to fix it: Double, triple, quadruple check that potential clients know that you’re a doula and where you work within the first 5 seconds of looking at your page.
Mistake #4: Not putting your prices on your website
I get it, people generally don’t like talking about prices, especially here in the UK. We’ve got a whole load of conditioning to work through and often we have to deal with a lot of fear about committing to a price and putting it on the page. You're worried that if you list your prices, you'll scare people away or lose the chance to "sell" your services properly. I’ve heard some doulas worry about what other doulas from their area will think of them if they list a particular price and fair enough.
This is something that people ask me all the time, should I put my prices on my site? The answer is a resounding YES.
But here's what actually happens when you hide how much you cost: some perfect clients don’t enquire because they assume that if you’re prices aren’t on your site you must be out of their price range and you waste time on enquiries from people who actually don’t want to spend that amount of money on your services.
It’s a huge trust builder to be transparent about your pricing. I know it can often feel really scary to do it, but once it’s out there I promise you, you can just move on.
How to fix it: Be transparent about what kind of investment is required to work with you. If you have standard packages, list them (clearly - see mistake #5) and pop the prices next to them. If you take a tailored approach to every client, you don't have to list exact prices, but give people a clear sense of what working with you costs.
You can say something like: "Birth doula support begins at £2500".
This helps the right people self-select and shows that you're confident in the value of your work.
Mistake #5: Setting out your services in a really confusing way
I think this problem is usually made up of two factors: 1) Writing too much & 2) Using “doula speak).
A lot of the time I’ll look at people’s services and honestly not have a clue what each package includes or what the difference is between the packages. This is not for lack of writing though, usually the person in question has written way too much and has made their packages so overwhelming that the reader can’t make heads or tails of it.
Other times or sometimes the same time, the doula has been immersed in birth work training, surrounded by other birth workers, and has picked up a lot of specialised language. Terms like "informed consent," "evidence-based care," and "physiological birth" feel normal to you now. But most expectant parents (especially first timers) don't speak this language yet, and filling your website with this terminology can make them feel like they're not qualified to work with you.
How to fix it: Keep your packages as simple as possible. If you really feel like there are clients out there who would want every little bit of information about what exactly you’re going to do with them over the course of your relationship together - tell them about it on a call and write it into your contract. And make sure you’re writing like you're talking to a friend who's just found out she's pregnant and doesn’t know very much about your job as a doula. Use plain language that anyone can understand.
Instead of: "3, 2 hour antenatal sessions that focus on evidence-based support for physiological birth and help clients navigate the maternity care system with informed consent."
Try: "Antenatal sessions organised around you to help you understand your options and feel confident making decisions that feel right for you and your baby."
Mistake #6: Bonus: Not making one at all because it’s too hard
You’ve had it on your to do list for about 5 years now. Everytime you say ok today’s the day, you sit down at your computer and you google “build a website” Wix, Squarespace, WordPress, Looker, Ionos all come up on the first page. You tentatively click on the first one - create a login and look at the page. Where do you start?! It offers you 111 templates to choose from but none of them look anything like what you want for your website. You get a text from a client - she’s in the early stages of labour. PHEW saved by the bell, that can go back on the shelf for another couple of years.
Or perhaps you opened a doc and started writing:
Welcome to My Doula Services
I am a certified doula providing professional support services for expectant mothers. With my experience and training, I offer compassionate care during pregnancy, labour, and postpartum. I am dedicated to helping families during this special time.
You can tell that ain’t it, but you aren’t sure why and so once again dowwwwwwn goes the laptop screen.
It’s ok, I really, really get it - both of these scenarios are actually super hardcore because it IS really hard to navigate a new digital tool and it IS really hard to acquire a new professional skill (copywriting) with no time, training or assistance.
I mean think about it, it is literally people’s jobs to do this (web designers and copywriters) - people who get paid £££s.
How to fix it: Get some help. There are resources that can help you across the financial spectrum.
Free help exists on youtube
You can find low cost help in the form of online courses
You can join me and a group of your peers on The Doula Website Circle which is a six week course to get your website up and running, with live calls each week and accountability to make sure you get it done, emotional support as a lot comes up while you’re trying to make a website (TRUST) and problem solving from me and the community
And the final option, hiring a website designer and copywriter to make it for you.
Everyone is different - there are doulas out there who find it a cinch to make their own website, maybe they have the skills from a previous job, maybe they have a kid who can do it for them, but most doulas and in fact people out there find it really challenging and that’s because spoiler alert it is.
It’s kinda funny cos maybe none of this is even actually about websites.
Let’s look back at the mistakes I’ve outlined
Generic copywriting
Prioritising information over connection
Unintentionally obfuscating the basics
Not including your prices
Writing about your services in a really confusing way
Bonus: Not making one at all because it’s too hard
Notice what all these mistakes have in common? They all come from fear. Fear that you're gonna put some people off, fear that you’re not professional enough, fear that you’re asking too much (please pennies for my women’s work), fear that you won’t include enough in your packages to justify the prices.
But if we peel back these layers you know that these fears aren’t enough to hold you back right? You’re a real human who has real experience, you’re trustworthy, you understand what a birthing person is going through, you’re for some people and not for others and that’s ok.
Making your website with all of that in mind should hopefully help you to push through the challenges that inevitably come up, knowing that you and your business are actually worth putting this time and effort into and the clients you will have are worth finding.
The Doula Website Circle
If you’re interested in building your own website with a supportive group of doula peers and my expert advice check out The Doula Website Circle, my 6-week guided group program helping doulas build authentic websites that attract aligned clients and grow their birth worker practice. If you’re ready to book in a connection call to discuss whether it’s right for you please do, I would love to get to know you and your practice!